DEMARKETING AS A STRATEGIC TOOL FOR SUSTAINABLE DEVELOPMENT OF TOURISM - THE CASE OF THE CITY OF DUBROVNIK

Aims of the paper: This paper aims to analyse the practice of demarketing as a tool for a sustainable tourism development strategy in the case of Dubrovnik tourist destination. This is a research area of particular importance in an era of growing concern for sustainable tourism development. Methodology: The paper will analyse the strategic documents of the City's development as well as other demarketing practices in the destination in order to identify which model of demarketing (tourist flow management) is currently present in the Dubrovnik tourist destination. In addition, a comparative analysis will be carried out with several foreign tourist destinations. Results: By analysing the available scientific literature, the authors will establish whether, and to what extent, the model presented differs from the so far known and researched similar models in the practice of tourism destination management. The purpose is to define conceptual frameworks for demarketing practices in tourism destination management that aim to "calm" tourist flows, particularly in sensitive tourist destinations. A limitation of the research is that the paper explores demarketing practices and tools in public sector institutions (city, tourist boards), but does not cover demarketing practices in private companies and other institutions. The authors suggest that the research area can be extended to include demarketing practices in the private sector as well as other related institutions, and that the analysis be extended to more case studies. The authors expect that this paper will assist tourism and other public policy makers in the presented and other similar tourism destinations in adopting effective sustainable development measures, as well as decision makers in strategic management in the private sector, particularly in the harmonization of private and public sector in achieving efficiency and sustainable tourism development.